Case study · Food & Drink
Cheese Artistry UK wanted to reach beyond its existing fans, and win credibility with younger shoppers and the retailers who stock it. Our always-on press office combined seasonal hooks, product placement and expert comment. It earned 85 pieces of coverage, including 20 gold-tier nationals and 30 trade pieces.
- 85 pieces of coverage
- 20 gold-tier nationals
- 30 trade pieces
- 62M media circulation
- Client Cheese Artistry UK
- Sector Food, cheese
- Services Always-on press office, product placement, trade PR
- Audience Younger consumers, retailers, the food industry
- Channels National consumer media, food and grocery trade press
What did Cheese Artistry UK need?
Cheese Artistry UK is a growing cheese brand. To grow further it needed awareness beyond its existing audience, and credibility with the retailers who decide what goes on shelf.
- Business objective: support retail listings and sales growth.
- Communication objective: build awareness with younger consumers and credibility with retailers and the food industry through national and trade coverage.
What was the insight?
Consumers and buyers read different titles but respond to the same thing: a brand that shows up often, with something to say.
The idea was always on, on both sides of the shelf: consumer and trade stories running in parallel.
What did we do?
- Seasonal hooks. We tied the brand to the moments people buy cheese, from Christmas to summer entertaining.
- Product placement. We secured the range in national food and lifestyle features.
- Expert comment. Spokespeople gave comment to trade and national media.
- Trade coverage. We kept the brand in front of retail buyers in the grocery trade press.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 85 | Prohibition coverage log |
| Outputs | Gold-tier national pieces | 20 | Prohibition coverage log |
| Outputs | Trade pieces | 30 | Prohibition coverage log |
| Outputs | Media circulation | 62M | Prohibition coverage log |
What did Cheese Artistry UK get from it?
National and trade visibility for a growing brand. Cheese Artistry UK appeared in 20 gold-tier national titles and 30 trade pieces, in front of both shoppers and buyers.
What did we learn?
- Run consumer and trade together. Each side reinforced the other.
- Own the seasons. Seasonal hooks gave a steady reason to cover the brand.
- What we would do differently. agree out-take and outcome measures up front, such as website visits and retailer enquiries, so coverage can be linked to growth.
